Brand Switching Behaviour in the Generation Y: Empirical Studies on Smartphone Users

Abstract

Lifestyle, variety seeking, customer trust and pro­motion are some factors that can be a trigger. The sample of respondents used in this study is 385 respondents’ smartphone users who have experience of brand switching, while the analysis of this study using structural equation modelling (SEM) and to process this research data used AMOS version 20. The result indicated that lifestyle and variety seeking is able to increase brand switching, especially on smartphone pro­duct users. Consumer trust in a particular brand still unable to reduce their desire to switch brand significantly, an­other result also indicated that promotion unable to increase the desire to switch brands.

The Influenced Factors of the Switching Customer to Halal Cosmetic Products

“…This study used a theory approach in switching behavior from Susan M. Keaveney and the relevant variables of the previous research. The variables tested were pricing, brand, promotion (Fintikasari & Ardyan, 2018), reputation, religion, sales ethics dissatisfaction, commitment (Romadhon, 2013), curiosity (Fintikasari & Ardyan, 2018), competitor attractiveness, and employment status.…”

“…Then brand is a description of a company where the better brand owned, the customers perceived that every product issued by the company have to be good. Customers who are loyal to the brands will become switch products (Fintikasari & Ardyan, 2018). Good brands have a good reputation.…”

“…Besides, the promotion strategy also has an impact on customer switching (Fintikasari & Ardyan, 2018). According to Kotler & Keller (2016) promotion is a type of communication that provides an explanation that convinces customers potential of goods and services.…”

“…Through this promotion, customers are reminded again of the superiority of the halal products that are consumed. Thus, customers become interested and loyal to these halal products and prevent the act of switching products (Fintikasari & Ardyan, 2018).…”

Ki̇şi̇li̇k Özelli̇kleri̇ni̇n Marka Deği̇şti̇rme Davranişi Üzeri̇ne Etki̇si̇: Bi̇r Araştirma

“…Başka bir deyişle, müşterilerin belirli bir sektörde veya satın alma durumunda bir üründen veya hizmet sağlayıcısından diğerine geçme eğilimi seviyesi olarak tanımlanabilmektedir (Sharma & Sharma, 2018:684). Markaların farklılık arayışı ile ürünlerinde sürekli değişiklik yaptığı böyle bir ortamda, tüketiciler bu yeni ve farklı ürünleri denemek istemekte (Fintikasari & Ardyan, 2018) dolayısıyla marka bağlılığı da giderek zayıflamakta, marka değiştirme davranışı sıklaşmaktadır. Marka değiştirme davranışını etkileyen bir başka faktör tüketici istek ve ihtiyaçlarının sürekli değişmesidir.…”